It’s not uncommon to hear OG sneakerheads complain about how the Saturday morning drop culture has changed over the last few years. Lining up for the latest Jordan, Supreme or YEEZY drops used to be fair, bonding and most of all — fun. But as the product has gotten more exclusive and the hype more mainstream, the lines have sometimes turned into no more than showcases of excessive greed and aggressiveness.
Another reason why hardcore streetwear and sneakers fans say they’ve lost their luster is down to “backdoor” selling — shops “selling” their stock to friends, family and resellers before your average punter even has the opportunity to make the purchase.
In an attempt to solve all of this, Columbus, Ohio retailer Sole Classics decided to inject a little fun into the line for the latest release — the YEEZY Boost 750 “Light Brown” — by doing a little “backdoor” selling of its own.
The store set up a hilariously sketchy-looking backdoor where customers could cop their YEEZYs. Customers who signed up to the Sole Classics rewards card scheme were invited to line up behind the shop to purchase Kanye’s latest offering on a first come, first-serve basis.
The result? Customers with beaming smiles on their faces — whether they managed to cop or not.
- Source: SoleCollector